Typically utilized in shopping mall design, the Gruen transfer refers to the moment, when a shopper enters a mall and is purposely distracted by ‘scripted disorientation’. The layout, the web sites, the lighting, the music, even the plants are all designed to distract the shopper from their original intention. The impact of this distraction is a “slower walking pace and glazed eyes".
While this is all fine and dandy for your brick and mortar shops, does the Gruen tranfer apply to online shopping and ecommerce? In a word – totally.
eCommerce is determined by the speed of byte or so we think. Most in ecommerce know, that the longer someone lingers, the less likely that person is to make a obtain. Correct? Nicely, let’s say at times yes and at times no. It is a little much more complex than a quickly loading page…
An usually under recognized function of ecommerce is patience. The patience of the shopper. Pages need to load, we know that, but what the shopper does while the page is loading is as crucial as the why they’re waiting. The Gruen transfer occurs on the macro and also a significantly much more personal level with ecommerce. There’s nobody about to distract them, so you need to have to preserve them occupied, even when they’re waiting for pages to load.
Wait for it…
The shoppers percieved time waiting for a page to load is greatly influenced by their level of participation. That participation is influence by even the simplest of methods: a “loading bar”. Two identical pages, with identical load times will be perceived as a various time, by simply adding a “loading message”. With a loading message, viewers were tuned into the loading message and their gaze (and mouse) was less likely to drift or exit. By merely adding a loading message on checkout pages and pages that needed filing, the viewer was willing to wait up to 60% longer, while their perceived wait time remained the same. Nevertheless, the loading message also played a role on the perceived wait time. “Loading” seemed to rank the highest in time vs. perceived time while “Please Wait” had the lowest perceived wait time. Maybe you shouldn’t tell the shopper their waiting: postponed, lagged, on-hold, delayed…. let them know something is happening and they’ll wait for it. Tell them to wait or just getting a twirling cursor isn’t enough. You need to have to distract the shopper from realizing how lengthy it takes and just showing the shopper something is happening has a higher conversion than no details.
Suggest to a friend, add to wishlist, add to registry, you might also like. they’re all intended to distract you to improve your time on web site and increasing your cart total. And it works.
The bottom line, obtaining customers served quickly is crucial in ecommerce, but there are items an ecommerce sight can use to enhance time on the web site even though creating the shopper think it was a quick encounter. Those who do it well can expect an increase in site visitors, conversions and profits.